According to GameSpot, EA has announced a $12 Lead The Way DLC pack for Battlefield 6 and Redsec to honor Veterans Day on November 11. The pack was designed in collaboration with the National Ranger Association and includes a NATO Assault Soldier Skin, Glider 96 Vehicle Skin, weapon package, customization items, XP boost, and battle pass tier skip. However, fine print in the bundle image specifically states that “no portion of the Lead The Way pack sales is donated” to the non-profit organization. Instead, EA made an “independent donation” to the National Ranger Association, though neither party has disclosed the donation amount. The company also announced it will be the headline sponsor of the annual Best Ranger Competition.
The veterans day monetization play
Here’s the thing that’s got people talking: EA is essentially using military appreciation as a marketing strategy without actually committing to sharing revenue. They’re collaborating with a veterans organization, naming the pack after the “Rangers Lead The Way” slogan, and selling it for Veterans Day—but keeping all the money. It’s a pretty bold move when you consider that players might naturally assume some of that $12 price tag would support veterans.
And let’s be real—this isn’t some small indie developer trying to make ends meet. EA is one of the largest gaming companies in the world. They could easily donate a portion of sales and still turn a healthy profit. Instead, they’re making a separate donation of undisclosed size while keeping 100% of the DLC revenue. It feels like they want the goodwill without the actual financial commitment.
The Call of Duty comparison
This situation becomes even more awkward when you look at what Battlefield’s main competitor is doing. Call of Duty’s Veterans Day packs support the Call of Duty Endowment, with 100% of sales going directly to the charity. That’s run by Bobby Kotick’s organization, which has actually placed over 100,000 veterans into quality jobs since 2009.
So why can’t EA match that energy? They’re using similar military themes and targeting the same patriotic sentiment, but the financial approach is completely different. It’s like they’re trying to have their cake and eat it too—getting the marketing boost from military collaboration without the revenue share that would make it truly meaningful.
The transparency problem
What really bothers me about this situation is the lack of transparency. We don’t know how much EA donated to the National Ranger Association, or how that amount compares to what they’ll make from DLC sales. The National Ranger Association did say EA was “very generous,” but that’s pretty vague when we’re talking about actual financial support for veterans.
Basically, without specific numbers, it’s impossible to know if this is a genuine charitable effort or just a calculated PR move. And given EA’s history with microtransactions and monetization strategies, I think players are right to be skeptical. When you’re selling military-themed content on Veterans Day, the optics matter—and these optics aren’t great.
